Super-Sol Ltd. (“Super-Sol”) (NYSE: SAE). Super-Sol, Israel’s leading supermarket chain, today announced that it has entered into an agreement with Daymon Associates, a leading international corporate brand marketing company, to develop and implement Super-Sol’s private label program.

“Daymon Associates brings tremendous value that will significantly enhance our private label program,” said Ami Sagis, CEO & President of Super-Sol. “Its services will include strategic brand planning, category analysis and assortment recommendations for both brands and private label products, product specifications development, packaging supervision and quality control for our private label products.”

“Today’s retail market is complex, with increasing demands due to escalating customer expectations,” said Milton Sender, Chairman of Daymon Associates. “The corporate branding industry is seeing a major shift, as private labels evolve beyond low pricing and brand equivalence. Daymon Associates, with its extensive international experience, is uniquely positioned to help Super-Sol Ltd. to increase its competitive advantage in the Israeli market by developing a private label program that offers genuine value to the consumer whilst ensuring the highest product quality standard.”

Founded in 1969, Daymon Associates designs, develops and implements corporate brand programs for some 70 major U.S. supermarket operators and works with market leading retailers and wholesalers in 16 countries. Its accounts include – Kroger, K-mart, Costco, A&P, Meijer, Wegmans, Shaws, Fleming Companies, Sysco, and Topco Associates, International – Dairy Farm (Australia), Pick n Pay (South Africa), and Seiyu (Japan).

Super-Sol is Israel’s largest supermarket chain in terms of revenues. In the U.S., Super-Sol’s American Depositary Receipts, each equivalent to five ordinary shares, trade on the New York Stock Exchange under the symbol “SAE.” Prices may be accessed on Reuters with the symbol SAE.N, and the Reuters Equities 2000 Services, Quotron and Bloomberg under the symbol SAE.

The statements contained in this release which are not historical facts contain forward-looking information with respect to plans, projections, or future performance of the Company, the occurrence of which involve certain risks and uncertainties, including risk of market acceptance, the effect of economic conditions, the impact of competitive pricing, supply constraints, the effect of the Company’s accounting policies, as well as certain other risks and uncertainties which are detailed in the Company’s filings with the Securities and Exchange Commission.

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